Hospitality - Indigo brings hanging gardens to London

Campaign: Launch of Hotel Indigo

Client: InterContinental Hotels Group
PR team: Mischief
Timescale: December 2007
Budget: £40,000

Hotel Indigo is the boutique brand for InterContinental Hotels Group (IHG). After successfully rolling out in the US, the UK launch saw it open in Paddington earlier this year.

Objectives

- To raise awareness of Hotel Indigo London Paddington

- To drive room bookings.

Strategy and plan

Based around the brand's 'inspired by nature' positioning, Mischief created the world's largest hanging basket. Weighing more than a quarter of a tonne with more than 100 different varieties of flowers, it was fixed to the side of the hotel for a week.

A making-of film was shot and seeded through lifestyle, travel and trend websites, while photography was also issued to national and international media.

Measurement and evaluation

The 'Hanging Gardens of Paddington' generated more than 600 pieces of media coverage, including a feature on BBC Breakfast, a double-page spread in the Daily Express, and stories in The Daily Telegraph and Daily Mirror.

Results

The hotel website attracted more than 250,00 visits during the campaign period. Room bookings exceeded the campaign target by more than 200 per cent.

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